You are on page 1of 32

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Mc Lc
Mc Lc...........................................................................................................................................1 ti :.............................................................................................................................................1 Tm hiu v mi trng kinh doanh ca G7-Mart..........................................................................1 Phn trnh by :................................................................................................................................1 1. Khi nim . .............................................................................................................................1 2.4. Ca hng tin li Shop & Go.....................................................................................12 Chng I : S LC V CTCP TM & DV G7 ( G7 MART)................................................14 I.Bi cnh hnh thnh CTCP TM & DV G7:.........................................................................14 II. G7 Mart nh bn l s 1 Vit Nam................................................................................14 1.Mc tiu ca G7 Mart : .....................................................................................................14 2. M hnh kinh doanh ca G7:.............................................................................................15 III. G7 Mart Chng ng qua :....................................................................................16 CHNG 2 : NH GI MI TRNG & HOCH NH CHIN LC......................17 I.PHN TCH MI TRNG BN NGOI :....................................................................17 II.PHN TCH MI TRNG BN TRONG:...................................................................21 III.HOCH NH CHIN LC S B :........................................................................25 1.CC CHIN LC G7 MART & ANG THC HIN:........................................25 2.HOCH NH & XUT CHIN LC S B CHO G7 MART CA NHM....28 PHN IV: KT LUN.................................................................................................................30 Ti liu tham kho:........................................................................................................................31 Thng tin nhm.............................................................................................................................32

ti :

Tm hiu v mi trng kinh doanh ca G7-Mart


Phn trnh by :

PHN I : KHAI QUAT V KINH DOANH BAN LE


1. Khi nim . Kinh doanh bn l l hot ng kinh doanh thng mi nhm tiu th hng ha, dch v ti nhng c nhn ngi tiu dng hoc nhng tp th hot ng khng v mc ch li nhun. mi quc gia khc nhau s c nhng m hinh kinh doanh bn l khc nhau. S a dng ca cc m hnh cng nh c trng ca mt m hnh cng th hin s khc nhau tng quc gia. iu ny c quyt nh bi c trng ca mi nn kinh t. Tuy th trng bn l Vit Nam cn rt nh l, manh mn, xong Nhm 1 1 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

cng c nhn xt l th gii c ci g th Vit Nam c ci . Cc loi hnh bn l ca Vit Nam cng bao gm loi hnh hin i v loi hnh kinh doanh truyn thng. Loi hnh bn l truyn thng bao gm :

- Ch. - Qun tp ha. Loi hnh bn l hin i bao gm: -i siu th (hyper market). -Cc siu th ( super market). -Cc trung tm thung mi (department store). -Cc trung tm mua sm (shopping mall). -Loi hnh ca hng tin ch. -Loi hnh ca hng chuyn doanh. 2.Cc loi hnh kinh doanh bn l hin i. Nhn chung c th phn kinh doanh bn l ra thnh cc loi hnh nh sau: -Th nht l i siu th (hyper market): L loi hnh kinh doanh vi din tch bn hng khong trn 2500m2, vi t nht 35xa % din tch dnh cho nhng sn phm khng thit yu. i siu th thng v tr trung tm hoc ng vai tr trung tm trong mt khu mua sm hay trung tm mua sm. Vit Nam ch tn ti duy nht Big C ng Nai l mang dng dp ca i siu th, tuy nhin quy m vn cn nh hn rt nhiu so vi cc i siu th nc ngoi. Hin nay, loi hnh kinh doanh i siu th cng rt c tim nng pht trin nc ta, song c mt vn ht sc kh khn l v mt bng v tin vn. Ngoi ra, Vit Nam cn c h thng cc trung tm ca tp on Metro Cash and Carry mang dng dp nh mt i siu th, tuy nhin li khng phi l i siu th v i tng khch hng chnh m Mtro nhm ti l cc t chc, cc doanh nghip sn sut hay nhng ngi kinh doanh mua hng ha l bn ch khng phi l ngi tiu dng cui cng, hay ni cch khc l cc trung tm bn bun ch khng phi bn l nh cc i siu th. - Th hai l cc siu th ( super market): Siu th c dng nhiu nht ch mt din tch bn hng t 400m2 n 2500m2 vi t nht 70% hng ha l thc phm v cc hng ha thng xuyn khc. Loi hnh siu th, Vit Nam hin nay c khong trn 570 siu th ri khp cc tnh thnh k c siu th trong nc ln siu th ca nc ngoi. V d: siu th Hapromart, Fivi-mart, Co.op mart, Big C, Tuy nhin, cc siu th ny thng c quy m rt nh m theo cc chuyn gia nh gi th n ch tng ng vi nhng ca hng bch ha cc nc khc, v Nhm 1 2 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

mi ch dng mc cc ca hng t chn ch cha phi l t phc v, ng vi ngha ca "Supermarket". a s cc siu th c danh mc hng tng i phong ph song xt v chng loi th vn cn ngho nn. Cht lng hng ha trong siu th nhn chung tt. Tuy nhin, vn cn hin tng ngi tiu dng mua phi hng qu hn s dng hay cht lng cha m bo... Vic qun l v trng by hng ha trong cc siu th vn cn nhiu vn , rt t siu th m ton b hng ha c qun l theo m vch. Nhiu hng ha c gn m s, c ni m s c vit bng tay. Qun l hng bng m s gy cn tr rt nhiu trong vic tnh ton, lu gi s liu, va mt thi gian li rt d c sai st...c bit c mt iu tri ngc m ta c th thy r l trong khi cc siu th cc nc thng bn vi mc gi thp v trung bnh th gi hng ho trong cc siu th Vit Nam thng cao hn so vi gi bn ngoi ca cc ca hng bch ho hay gi ch. Nguyn nhn ca s chnh lch ny c l gii theo nhiu cch. Siu th phi chu chi ph ln nh: tin thu mt bng, ci to v xy dng thnh ca hng, trang thit b, tin in nc, lng nhn vin, thu...Cn v ngun nhn lc kinh doanh siu th Vit Nam (k c cc nh qun l v nhn vin siu th) th cha c kinh nghim v thiu tnh chuyn nghip trong lnh vc hot ng ny. c bit, thi phc v ca nhn vin siu th i vi khch hng cn rt km, c ni cn b phn nn l c x thiu vn ha. -Th ba l cc trung tm thung mi (department store): L mt ni bn hng vi din tch bn hng thng t 2500m2 tr ln bn ch yu l cc hng ha phi thc phm v c t nht nm nhm ngnh hng b tr trong cc khu vc khc nhau, thng thng l cc tng khc nhau. Trong trung tm thng mi thng by bn cc mt hng cao cp, gi t v ngay c cc siu th bn trong cc department store cng c gi t hn cc siu th thng thng.i vi cc trung tm thng mi. Do xu th th ha c y nhanh, ti Vit Nam trong nhng nm gn y tin hnh ph b cc ch truyn thng c k v xy dng cc trung tm thng mi trn a im c tn dng li th thng mi ca cc a im ny. Tuy nhin, s lng loi hnh ny cng vn cn t, c nc hin nay c tnh ch c khong xp x 60 trung tm thng mi. Chng hn nh: Parkson, Diamond plazaTrn thc t, c nhiu trung tm thng mi khng p ng iu kin kinh doanh theo quy nh nh: din tch kinh doanh cha t mc ti thiu; bo qun hng ho khng ng quy trnh; thiu cc iu kin cn thit phc v khch hng (khu v sinh, khu gii tr)... -Th t l cc trung tm mua sm (shopping mall) : c im ni bt ca loi hnh ny l c din tch rt rng, rng hn c i siu th hay trung tm thng mi. Bn trong trung tm mua sm thng c c i siu th, siu th, trung tm thng mi, rp chiu phim, siu th chuyn doanhvi rt nhiu dy nh m ngi tiu dng mun i ht cc khu vc cng phi mt c ngy.hin nay, Vit Nhm 1 3 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Nam mi ch c duy nht Lotte Mart thnh lp vo ngy 18/12/2008 c xem l na n vi shopping mall. Trung tm thng mi c din tch kinh doanh gn 33.400 m2, vn u t 75 triu la M ny l lin doanh gia Lotte Mart v doanh nghip t nhn sn xut thng mi Minh Vn. Hai bn ln k hoch s m 30 trung tm thng mi khp cc thnh ph ln ca Vit Nam trong vng 10 nm ti vi tng vn u t ln n 5 t la M. Trc , vo u nm 2008, Cng ty C phn u t pht trin Saigon Co.op (SCIC) cng k hp tc xy dng khu phc hp thng mi dch v Tn Phong cng 2 i tc l Tp on Mapletree (Singapore) v Tng cng ty C kh giao thng vn ti Si Gn (SAMCO). Khu phc hp Tn Phong (Tn Phong Shopping Complex) t ti qun 7 - TP.HCM vi din tch hn 4,2 ha tng ng 42000m2, cng tng vn u t khong 200 triu USD. Bao gm khu kinh doanh thng mi, siu th Coopmart, cao c vn phng v ni vui chi, gii tr ca ngi dn, nht l gii tr. Tuy nhin, y mi ch l d n v cha c hon thnh -Th nm l loi hnh ca hng tin ch (Convenience store ) : Loi m hnh ny Vit Nam bt u bng n t nm 2006, l mt loi ca hng nh, din tch khong trn 50m2 chuyn by bn cc loi hng thit yu phc v hng ngy cho ngi tiu dng. Loi hnh ny thng c coi nh l cnh tay ko di ca cc siu th, i siu th, len li vo cc khu dn c phc v ngi tiu dng mt cch nhanh chng, tin li v hiu qu nht. Trc , Massan cng tng kinh doanh nhng tht bi. Hin nay, c khong 2000 ca hng tin ch ang hot ng khp cc tnh thnh, bn cnh l hng ngn cc ca hng mi c nng cp ln t cc ca hng tp ha trc y. Cc ca hng tin ch tiu biu nht nh: G7mart, Speedy, co.op, shop$go ring v ca hng tin ch s c phn tch c th trong phn II. - Th su l loi hnh ca hng chuyn doanh: cc ca hng chuyn doanh ca hng ny ch kinh doanh duy nht mt loi mt hng hay nhm hng. Chng hn nh ca hng in thoi di ng, ca hng chuyn doanh thc phm, ca hng in my Cc ca hng chuyn doanh hin nay cng ang c cc doanh nghip ch n nh: chuyn doanh ca hng thc phm, chuyn doanh ca hng in thoi, chuyn doanh ca hng in t, cc ca hng bn qun ov d nh ca hng thc phm co.op food... Hin nay, loi hnh kinh doanh ny ang c coi l ph hp v c tim nng pht trin do th hiu v nhu cu tiu dng ca ngi tiu dng tr tui Vit Nam. Th phn loi hnh kinh doanh ny ti Vit Nam hin Nhm 1 4 MTKD-Lp: t03

Mi trng kinh doanh chim khong 14,4% th trng bn l. II. M hnh ca hng tin ch : 1. Khi nim :

i hc Ngn Hng-TP.HCM

Ca hng tin ch l mt ca hng nh, din tch khong trn 50m2, chuyn by bn cc loi mt hng thit yu phc v nhu cu hng ngy cho ngi tiu dng mt cch nhanh chng v tin li nht. y l mt phn khc mi ca th trng bn l m nhiu nc trn th gii tng pht trin qua cch y 12-13 nm. Qui m nh, u t khng ln nhng m hnh ca hng tin li c li th l phc v nhanh v chu o. 2. c trng T nh ngha rt ra trn c th rt ra mt s c trng c bn sau: - Th nht, din tch nh, t gn khu dn c, nhng ni tin ng giao thng. - Th hai, mt hng by bn a dng phc v nhng nhu cu thit yu ca ngi dn. - Th ba, cch trng by hng ha hin i, khoa hc, tin li cho ngi mua. - Th t, m ca thi gian ti a trong ngy, c th m ca 24h v sut 7 ngy trong tun. - Th nm, cch thc phc v hin i, thun tin bt k thi gian, giao hng tn nh cho khch hng. - Th su, gi c thng cao hn so vi cc loi hnh phn phi truyn thng do cng thm cc yu t tin ch. - Th by, i tng phc v: phc v cho nhng khch hng c t thi gian, c thu nhp tng i, c nhu cu mua sm nhanh, tn t thi gian m vn m bo s lng, cht lng, an ton v v sinh. Nh vy, ca hng tin li v c bn by bn cc mt hng phc v mi nhu cu thit yu ca ngi dn ging nh loi hnh ca hng tp ha truyn thng, nu c th thay th c cc ca hng tp ha th s thu c thng li ln do th trng cc k rng ln. Nhm 1 5 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

3. Nhng u, nhc im ca ca hng tin ch so vi cc loi hnh bn l khc 3.1. Nhng u im Trc ht phi khng nh rng u th ln nht, vt tri nht ca cc ca hng tin ch so vi cc knh khc chnh l yu t tin ch, tit kim thi gian. i vi cc knh phn phi hin i nh i siu th, siu th v trung tm mua sm th ca hng tin ch c mt s c im u th hn nh: u t t vn: vic m mt ca hng tin ch n gin hn rt nhiu so vi m mt siu th hay i siu th do vn v mt bng v mt ca hng tin ch ch cn mt bng rng khong 50m2 l c th m c trong khi mt siu th cn t nht l 400m2 chnh v th s thu hi vn c nhanh hn. V tr: Cng v thun li hn trong vn mt bng nn cc ca hng tin ch s d dng c m gn khu dn c hn p ng tt hn nhng nhu cu tc thi ca ngi tiu dng. Gi c cnh tranh: do u t t hn v chi ph thp hn. y l mt c im ht sc quan trng. Chu o v nhanh chng : Cch thc phc v ca ca hng tin ch chu o hn i vi khch hng. iu ny l ng nhin v mt ca hng tin ch nh hn vi khi lng khch hng t hn s d dng quan tm n khch hng ca h hn so vi mt siu th hay i siu th vi lng khch hng ng hn gp nhiu ln. Vic m ca vi thi gian ti a trong ngy cng tr thnh mt li th ca ca hng tin ch khi m cc siu th, i siu th hay cc trung tm thng mi cng ch m ca t 7h sng n 9h m. i vi cc knh truyn thng th ca hng tin ch sang trng hn, hng ha cht lng hn, m bo v sinh an ton thc phm hn, cch trnh by bt mt v khoa hc hn trong khi ch hay cc ca hng truyn thng th lun n o, ln xn hn, thiu tnh thm m hn v c bit hng ha khng c m bo v cht lng , an ton.

Nhm 1

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Ca hng tin ch p ng nhu cu mi lc, mi ni ca ngi dn: Cng nh siu th, trung tm thng mi, cc knh phn phi truyn thng ch m ca vo mt thi gian nht nh trong ngy. Ch thng ch m ca t 5h sng cn ca hng tp ho cng ch thng m ca t 7h sng n 22h m. V tr cng l li th ca ca hng tin ch so vi knh truyn thng. iu ny c th hin r khi khch hng c nhu cu mua nhanh mt th th thay v vic phi mt cng gi xe vo ch mua hng va mt thi gian va mt chi ph h s gh vo mt ca hng tin ch ngay bn ng v mua mt cch nhanh chng, tin li. 3.2. Nhc im. Tuy c nhng u im hn so vi cc loi hnh kinh doanh khc, nhng ca hng tin ch cng c mt s nhc im so vi cc knh phn phi hin i khc cng nh cc knh phn phi truyn thng: i vi cc knh phn phi hin i: Do din tch hp hn nn vn a dng ha cc loi mt hng khng th snh bng cc siu th c. i tng khch hng s hp hn: i vi nhng khch hng c thi gian h s thch i siu th vi hng ho phong ph p ng y nhu cu ca h hn l i mua ca hng tin ch. Khng nhng th i siu th cn ngm hoc tham gia cc tin ch khc nh: tr chi in t, nhiu ngi cn coi vic i siu th l hnh thc gii tr cng bn b ngi thn mi dp cui tun. Nhng iu ny khng th thc hin khi i vo ca hng tin ch. i vi cc knh truyn thng: Gi c ca hng tin ch lun cao hn so vi cc knh truyn thng nh ch hay ca hng tp ha do phi cng thm cc yu t tin ch. i vi ca hng tp ha: Vn u t cho mt ca hng tin li ln hn nhiu so vi mt ca hng tp ha, vic o to nhn cng, chm sc khch hng hay trang b thit b hin i cng tn rt nhiu chi ph.

Nhm 1

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

i vi ch: ca hng tin li c khng gian hp hn v chc chn s c t s la chn hn cho khch hng c bit l i vi nhng loi mt hng rau, c, qu, tht ti sng... 4. iu kin ng dng m hnh ca hng tin ch Qua s phn tch cc nhn t nh hng trn, ta c th rt ra mt cch ngn gn nhng iu kin ng dng m hnh ca hng tin ch tt nht nh sau: V tr: ca hng tin ch s pht trin tt nhng ni ng dn c, mt ngi qua li ln, tin ng giao thng nh: gn ch, gn cng vin, bn tu xe, mt nghoc nhng ni c quy hoch hin i, vn minh, quy c, ni vng bng nhng loi ca hng nh, hng rong Khch hng: ca hng tin ch s pht trin tt khi ngi dn c thu nhp tng ln, iu kin chi tr cho nhng tin ch cng thm, nhng ngi bn rn, c t thi gian dnh cho mua sm, v c phong cch tiu dng hin i. Th trng: ca hng tin ch c bit ph hp cho nhng th trng hin i, nn kinh t si ng, nhp nhanh. Cng s rt tt nu ca hng tin ch c xy dng nhng ni m th trng bn l cn nh l, manh mn, thiu tnh lin kt, tim nng ln trong khi vn cn rt nhiu l hng th trng. Khi , ca hng tin ch ng vai tr lp ch trng th trng. Ty vo tng ni m mi iu kin trn c tha mn nhng mc khc nhau. Nu nh ni no tha mn c cng nhiu nhng iu kin trn th ca hng tin ch s rt c trin vng pht trin.

PHN II : KINH DOANH CA HNG TIN CH VIT NAM


1. Khi qut v kinh doanh ca hng tin ch Vit Nam. Loi hnh ca hng tin ch bt u bng n Vit Nam t nm 2006 vi s m u l quyt nh v hnh ng to bo ca Trung Nguyn trong d n xy dng chui ca hng tin ch G7 mart. Nu nh cui nm 2005 Vit Nam c khong 1000 ca hng tin li hot ng th hin nay con s l 2000 ca hng vi khong 10 h thng, a s c ra i trong khong 2-3 nm tr li y nh : Hapromart, best and buy, co.op, small mart 24/7, 365 days, V-24h, shop$go, Nhm 1 8 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

speedyv tnh hnh cnh tranh ang din ra ht sc si ng. Mi h thng li c mt im khc bit ring: Co-op Mart coi ca hng Co-op l cnh tay ni di. Tn dng h thng ca hng ca cc hp tc x thnh vin, Co-op o to bn hng, by hng, qun l v phn phi hng vi gi r nng cp thnh ca hng Co-op c ngi phc v, bn hng cht lng theo ng gi. Hin nay, chui ca hng co.op c khong 34 ca hng hot ng trn a bn thnh ph H Ch Minh. Cng ty G7 cng lm tng t vi h thng tim tp ha, cng thm vic em li li nhun cho cc ca hng ny bng h thng bin qung co cho cc hng sn xut, dch v ngn hng... Phm Trang li chn cch t u t tng ca hng, vi s vn t 800 triu n 1 t ng. S khc bit ca Small Mart 24h/7 l dch v giao bo, sa v bnh ngt bui sng cho cc h gia nh, giao hng tn nh c ngy ln m, trong bn knh cch ca hng 5 km. Shop&Go c 29 ca hng ti TP.HCM. Ngoi cc sn phm tiu dng thng thng, cc ca hng ny cn c trang b kh y cc dch v nh my rt tin, th in thoi, tp ch... Hin cng vi vic hot ng 24 gi mi ngy v sut 7 ngy trong tun, Shop&Go cn khuyn mi gim gi nhiu loi sn phm t 10%- 30% hay mua 1 tng 1... Ca hng tin li V-24h TP HCM a cc loi hnh dch v tin ch khc vo phc v khch hng nh bn bo, xi, dch v th ATM, thanh ton chi ph dch v nh in thoi, in nc, bn bo him, thanh ton th tn dng... Tuy nhin, hu ht cc h thng u ang trong tnh trng: chp nhn chu l n c hi. Biu 1:

Nhm 1

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Ngun: bi ngi tiu dng thch s tin li-bo Si Gn tip th (14.1.2009) Theo s liu t kt qu cc cuc iu tra th trng do bo Si Gn Tip Th thc hin trong 3 thng cui nm 2008 th cho thy, th th phn ca loi hnh ca hng tin li ang mc thp nht vi 0,8%, trong khi ca siu th l 48,2%, ca hng chuyn l 14,4%, tim tp ha l 22,1 %, ch l 13,1% v cc knh khc nh hng rong, trung tm thng michim 1,4%. Ngi dn Vit Nam dng nh cha quen vi loi hnh kinh doanh ny. c bit thi im sau 12h m, cc ca hng tin ch dng nh vng tanh, khng c khch, c chng ch l khch nc ngoi. c thy r c tnh hnh hot ng kinh doanh ca loi hnh kinh doanh ny, sau y s l mt s phn tch v mt vi h thng ca hng c th. 2. Mt s h thng ca hng tin ch tiu biu 2.1Ca hng tin li Family Mart Tp on FamilyMart (Nht Bn) thnh lp ngy 01/09/1981, hot ng ch yu l iu hnh chui ca hng tin li (bao gm c h thng nhng quyn) vi tn gi FamilyMart v Famima. Tnh n nay, tp on c 17000 ca hng (bao gm c cc ca hng nhng quyn), phn b ch yu ti Nht, i Loan, Hn Quc, Thi Lan, Trung Quc, M, Vit Nam. i din ca Vit Nam l PHU THAI GROUP. Ph Thi phi hp vi Family Mart Nht Bn, Tp on Itochu, hp tc vi hng trm nhn hng ni ting trong v ngoi nc, a ra cc phng thc kinh doanh ph hp, chn la v tiu chun ha cc sn phm trong h thng, a dng ha sn phm, hon chnh h thng cung ng, nng cao cht lng sn phm v dch v, ku gi hp tc hnh thc nhng quyn. - c trng ca hng : u im ca chui cc ca hng ny khng ch tnh tin li, s a dng ca hng ha, s an ton tuyt i trong vn v sinh an ton thc phm Nhm 1 10 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

m c bit hn c l cht lng dch v cao, s phc v khch hng lin tc 24/24h vi chnh sch gi c hp l. - S ca hng : 01/2010, ti s 69 Nguyn Khc Nhu, qun 1, ca hng FamilyMart u tin trong chui h thng Family Mart Vit Nam chnh thc khai trng. Tnh n thng 08/2011 c 8 ca hng trn a bn TP.HCM. - Mc tiu tng lai : tip tc khai trng mi t 20 ca hng Family Mart ti TP.HCM trong nm 2011, chun b cho k hoch m 300 ca hng Family Mart ti Vit Nam trong 5 nm ti.
2.2.

Ca hng tin li Circle K :

Circle K (M) l thng hiu ni ting v c uy tn trn th gii v trong khu vc trong lnh vc pht trin chui ca hng tin ch vi hn 10.000 ca hng ang hot ng trn khp th gii. i din Cng ty Vng Trn , n v mua nhng quyn thng mi thng hiu Circle K ti VN. - c trng ca hng : hp tc vi cc thng hiu xng du hng u th gii. Phong cch phc v khch hng chuyn nghip - nim n, nhanh, sch s, gn gng v mi trng an ton, hot ng 24/24 gi - S ca hng : ca hng Circle K u tin c m vo thng 12/2008 ti Qun 1 Tp.HCM v ti 07/2011 Circle K c hn 20 ca hng ti Tp.HCM, Vng Tu v Mi N. - Mc tiu tng lai: l tr thnh chui cc ca hng tin li hng u Vit Nam. Circle K k vng m 550 ca hng 20 tnh, thnh trong nc vo nm 2018.
2.3.

Chui ca hng Co.op Food

Saigon Co.op, n v s hu chui siu th Co.opMart v Co.op Food, 3 nm lin (2004 2006) c Tp ch bn l Chu (Retail Asia) bnh chn t danh hiu Nh bn l hng u Vit Nam, thuc Top 500 Nh bn l hng u Chu Thi Bnh Dng. Saigon Co.op ang l i tc chnh ca cc tp on ln nc ngoi, c quan h thng mi vi hn 100 i tc nc ngoi khc. Hin ti h thng siu th Co.opMart ang chim lnh gn 50% tng th phn bn l ca knh phn phi siu th ti TP. H Ch Minh. Chui ca hng thc phm Co.op Food l mt sng to trong lnh vc bn l Vit Nam. y l m hnh lai gia siu th - ca hng tin li: kinh nghim v nng lc ca siu th Co.opMart c kt hp vi kh nng i su vo cc khu Nhm 1 11 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

dn c, chuyn doanh v hng thc phm. - c trng ca hng: l cnh tay ni di ca h thng siu th Co.opMart, tha hng trnh , kinh nghim, cng ngh v thng hiu t Co.opMart nn ngay t khi xut hin, Co.op Food c th nhanh chng to c nim tin vi ngi tiu dng. Co.op Food nhn mnh vo yu t: an ton v tin li, c bit nhm vo vic tha mn nhu cu hng ngy ca ngi ni tr. - S ca hng: 12/2008 Co.op Food khai trng ca hng u tin ti chung c Phan Vn Tr (Q5), n thng 08/2011 c 22 ca hng thc phm Co.op Food. - Mc tiu tng lai: m 30 ca hng Co.op Food vo cui nm 2011 v tng ln 150 ca hng vo nm 2015. 2.4. Ca hng tin li Shop & Go

Cng ty CP Ca Hiu v Sc Sng (SHOP & GO) c thnh lp vo ngy 26 thng 08 nm 2005 v ang l cng ty iu hnh chui ca hng tin li ln nht thnh ph H Ch Minh hin nay. Ca hng u tin ca Shop & Go chnh thc hot ng vo ngy 03 thng 12 nm 2005 ti 74A1 Hai B Trng, Qun 1, Tp.HCM. T 1 ca hng vo nm 2005, Nhm 1 12 MTKD-Lp: t03

Mi trng kinh doanh hin nay Shop & Go c 59 ca hng tnh n thng 9 nm 2011. Trong thi gian ti Shop & Go s tip tc m rng h thng ca hng tin li trn phm vi ton quc p ng nhu cu ngy cng cao ca ngi dn c nc SHOP & GO cung cp cho khch hng cc dch v tin ch, ph hp vi nhu cu ca tng khu vc dn c xung quanh mi ca hng, bao gm: my rt tin t ng ATM, th np in thoi, th gi in thoi ng di IDD card. i tng khch hng ca Shop & Go l nhng ngi nhm n s tin li v nhanh chng trong phong cch phc v; cht lng cao, mi vi gi c hp l ca sn phm, mi trng thn thin, sch s v hin i ti ca hng.

i hc Ngn Hng-TP.HCM

Vi din tch va phi (60 150 m2) ti cc v tr bt mt, d nhn thy, mi ca hiu c hn 2.000 loi mt hng khc nhau, c la chn mt cch k lng nht ph hp vi nhu cu ca dn a phng cng nh khch du lch.

PHN III : CA HNG TIN LI G7 MART

Nhm 1

13

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Chng I : S LC V CTCP TM & DV G7 ( G7 MART) I.Bi cnh hnh thnh CTCP TM & DV G7: T nhng nm gia thp nin u th k 21 ny, cng vi nhng thnh cng ca VN trong quan h quc t,h thng phn phi (HTPP) VN pht trin rt nhanh chng cc loi hnh phn phi hin i.Cc tp on phn phi nc ngoi ang dn dn chim lnh h thng phn phi trong nc nh siu th Big C, Metro. T , cc thng hiu VN gp rt nhiu kh khn tm cho mnh mt h thng phn phi hiu qu trong iu kin km xa v iu kin ti chnh,nhn lc v cng ngh kinh doanhCn thit phi c mt HTPP ca VN gii quyt cc vn trn. Cng ty CP Thng Mi & Dch V G7, tn vit tt g7 Mart ra i trong bi cnh trn vi nhiu hoi vng gp phn pht trin HTPP hin i VN, c s ng h ca cp cao trong Chnh Ph VN nhm mc ch to c s v hoch nh l trnh cho vic xy dng mt HTPP hang bch ha ln nht hin nay ti Vit Nam do ngi Vit thc hin. Vi tng kho phn phi ta lc ti 168 Phan Vn Tr - G vp, G7 Mart c thnh lp ngy 05/08/2006 da trn nn tng nhn lc,ti lc v gi tr thng hiu ca CTCP Trung Nguyn, vi tng xy dng HTPP VN vng mnh sc cnh tranh vi cc tp on phn phi nc ngoi s b vo VN k t 01/01/2009 sp ti y khi VN m ca lnh vc bn l. Tng gi tr d n : 395 triu USD T tng ch o : y s l mt h thng phn phi ca VN nhm - Gi vng HTPP hong ha tiu dng ti th trng VN, xy dng cng l phn phi. - H tr mnh m chin lc pht trin thng hiu Vit. - Tr thnh s i trng vi cc HTPP ca tp on nc ngoi. - Hp sc vi cc nh sn xut trong nc to nn Thng Hiu Sn Phm Vit cng nhau vn ra th trng nc ngoi. II. G7 Mart nh bn l s 1 Vit Nam 1.Mc tiu ca G7 Mart : Nhng t tng ch o ca G7 Mart nhm t mc tiu l : xy dng mng li phn phi s 1 VN v ch ng lin kt ua hang Vit n vi th trng th gii nhm gp phn vo s tri dy nn kinh t nc nh. C th : - S hnh thnh ti VN mt HTPP chuyn nghip hin i nht , sc cnh tranh vi tp on bn l nc ngoi ang b vo VN theo l trnh gia nhp WTO. - Hp sc vi cc nh sn xut trong nc to nn mt Viet Town cng nhau vn ra th trng nc ngoi. Nhm 1 14 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Mc tu ngn hn: G7 Mart xy dng v tin ti nhng quyn hnh nh HTPP bn l than thin v rt tin li thng qua h thng ca hang tin li ( CHTL) G7 Mart. C th qua cc c trng : - Gi tt nht. - Mua hang d nht. - Phc v khch hang chu o nht. Trung hn: - M siu th ln ti cc tnh thnh theo hnh thc nhng quyn, c bit l cc tnh thnh nh. - Hp tc vi cc tp on phn phi quc t nhm mn danh thc hin chin dch kt ni vi h thng siu th khc ti cc tnh thnh ln nh Tp HCM, H Ni, Hi Phng, Nng, Nha Trang, Vng Tu, ng Nai, Cn Th. Di hn - Xy dng HTPP ton dn phc v ngi tiu dng VN thng qua: Huy ng ng h t cng ng. Tp trung vn x hi. Lin kt thng hiu, hng ha Vit. p dng cng ngh kinh doanh tin tin. - Xy dng thng hiu, tin ra th trng quc t qua h thng Viet Town. Viet Town l cc khu TTTM ti nc ngoi c xy dng vi s mng a hng ha v vn ha Vit ra th trng th gii mt cch hiu qu nht, bn vng nht. Viet Town hng n tp trung tt c hng ha thng hiu VN tip cn vi thi trng nc ngoi. V th, vi Viet Town, cc hng ha s khng n l khi ra bn ngoi m l mt s on kt hp lc v sau kng l ton th h thng phn phi Vit, ton th cng ng ngi tiu dng v s h tr chnh sch ca Chnh ph. Vit Town cho php tn dng trnh v nng lc ca cc chuyn gia quc t tao nn gi tr gia tng, pht trin cc gi tr thng hiu Vit ln tm mc cnh tranh ton cu. 2. M hnh kinh doanh ca G7: Cc m hnh phn phi. - H thng CHTL. - H thng trung tm phn phi, bn s. - H thng siu th v i siu th. - H thng TTTM. - H thng Vit Town. - H thng dch v tin li: th, cng ngh thng tin, nhn hiu ring,.. - H thng trung tm o to hun luyn k nng chuyn nghip: ngoi ng, bn hng, qun l, Cc loi hnh kinh doanh. Nhm 1 15 MTKD-Lp: t03

Mi trng kinh doanh -

i hc Ngn Hng-TP.HCM

CHTL theo hnh thc nhng quyn. CHTL G7 Mart chun. Cc dch v km theo mini. Kho bn s ti trung tm cc tnh thnh. Trung tm thng mi. - T sn xut hoc thu sn xut hng di nhn hiu G7 Mart phc v cho cc siu th mini, cc dch v km theo siu th mini, cc kho bn s ti cc TTTM cc tnh thnh v cho xut khu. - Bn l hng tiu dng qua catalogue phn phi bi cc kho bn s hoc bi kho trung ng cu G7 Mart qua ng bu in. Hng ha v dch v. a dng ha cc ngnh hng tiu dng thit yu. Cc dch v thit yu, dch v tng thm: giao hng, bo hnh,. Cc dch v tin ch: thanh ton, tn dng,. Dch v qung co, qung b. Cc dch v ti chnh, bo him. Cc phng thc chuyn giao h thng. u t 100% vn. Lin doanh. Hp tc kinh doanh. Nhng quyn cp php. Nhng quyn kinh doanh. Thnh vin hp tc. Thnh vin mua hng. III. G7 Mart Chng ng qua : Bt u i vo hot ng t nm 2006, ch trong vng 2 thng, G7 mart a vo hot ng chui ca hng gm 500 ca hng chun v 9500 ca hng thnh vin v theo d kin s ca hng chun s l 10.000 vo cui nm 2008. V s lng nh cung, chng loi hng ha, t l chit khu c hng: G7 Mart m phn c vi gn 70 nh cung; cung cp gn 5000 mt hng cc loi vi 5 ngnh hng ch yu mn, ngt, bia ru nc gi kht, ha m phm, phi thc phm; v c hng t l chit khu bnh qun t nh cung l 5%. So vi Co-op Mart v Metro, th s lng mt hng v ngnh hng ca G7 Mart cn qu t, ch mi bng . Mc tiu ca G7 Mart ngy cng tr nn xa vi, s lng cc ca hng tin li mang thng hiu G7 Mart khng "bng n" nh k hoch v s tht l G7mart khng th hon thnh k hoch t ra. Hot ng ca G7mart cng Nhm 1 16 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

khng thnh cng nh d kin. T khi i vo hot ng, i vi cc ca hng chun G7mart, vic khai trng din ra kh tng bng nn thu ht c mt lng khch hng tng i ng, tuy nhin sau khi i vo hot ng mt thi gian, ca hng c vng khch dn. Theo nh tnh ton, mt ca hng tin li lm n c li th doanh thu ca ca hng phi t t 10 n 12 triu mt ngy, 350- 400 triu mt thng. Tuy nhin, trn thc t, cc ca hng ny lun trong tnh trng thu khng b chi, doanh thu mi ngy ch t t 5- 7 triu ng thm ch c nhng ni ch t t 1- 2 triu ng mt ngy. Nhiu ca hng lm n khng hiu qu phi ng ca hot ng, ra i mt cch lng l. i vi cc ca hng thnh vin, sau mt thi gian hot ng, bn cnh nhng ca hng lm n tt, thu ht thm c nhiu khch mi th c khng t nhng ca hng lng khch cn t hn c khi l ca hng tp ha, v c gim dn theo thi gian, khng thu ht c khch mi m ch yu l khch hng thn quen t trc thm ch mt s khch hng thn quen cng dn dn chuyn i mua nhng ni khc, nhiu ca hng phi quay tr v vi hnh thc ca hng tp ha trc kia. G7 Mart thc hin nhiu chnh sch nhm ci t hot ng kinh doanh, song cng khng em n nhiu thnh cng.sau nhiu nm im hi lng ting, thng 10/2010 G7 Mat hp tc vi Ministop Nht Bn, c nh du nh bc tr li ca G7 Mart tip tc chinh phc l nh bn l s 1 ti Vit Nam. Vy th nguyn nhn dn n vic mt tng hay, khi ng hon ho, rm r ri cui cng ra i mt cch lng l l g? Nhng yu t mi trng nh hng nh th no n G7 Mart?

CHNG 2 : NH GI MI TRNG & HOCH NH CHIN LC I.PHN TCH MI TRNG BN NGOI : Ma trn EFE STT Yu t bn ngoi Nhm 1 Mc quan 17 Phn Loi im s

MTKD-Lp: t03

Mi trng kinh doanh trng 0.13 0.12 0.10 0.12 0.10 0.08 0.09 0.10 0.08 0.08 1

i hc Ngn Hng-TP.HCM

1 2 3 4 5 6 7 8 9 10

Tim nng th trng ln Nhu cu tiu dng tng Thi quen tiu dng ca khch hng Gia nhp WTO Bin ng kinh t H thng nh cung cp Sn phm thay th Khuyn khch pht trin bn l i th cnh tranh nhiu Cng ngh thay i Tng cng

4 3 4 3 3 4 2 3 3 2

0.52 0.36 0.40 0.36 0.30 0.32 0.18 0.30 0.24 0.16 3.14

Nhn xt: Vi im s l 3.10 chng t nhn chung G7 Mart phn ng tt vi yu t mi trng bn ngoi. Gii thch:
-

Tim nng th trng ln: Nhiu chuyn gia, doanh nghip trong v ngoi nc cng tho lun, chia s kinh nghim, nh hng pht trin ngnh cng nghip bn l, phn phi, hu cn ti Vit Nam, v th trng bn l ti Vit Nam c nhiu chuyn gia nh gi c tim nng ln. Theo thng k,ngi tiu dng Vit nam thuc hng tr nht Chu vi 79 triu ngi di 65 tui. Vi dn s ng trn 89 triu dn ,c cu dn s tr , mc tng trng kinh t rt cao, k t nm 2000, trung bnh tng khong 8%/nm, c bit l t nm 2005 2008, tc tng trng GDP rt cao, thng t mc trn 8%, nm 2008- 2010 trung bnh t 6% c bit 2010 mc tng trng tng ln so vi 2 nm trc bo hiu s pht trin v phc hi ca th trng bn l trong khi , p lc cnh tranh trn th trng cha cao. Theo cng b ca hng t vn M AT Kearney nm 2008 Vit Nam l th trng bn l hp dn nht th gii,nm 2009 Vit Nam xp v tr th 6,nm 2010 xp th 14 v nm 2011 xp th 23. Nm 2009, ngnh bn l cng c cho l ngnh kinh t c mc tng trng cao nht Vit Nam (12%). Thm ch, ngi ta cn d bo n nm 2012, doanh s bn l ti th trng Vit Nam c th t mc 85 t USD.

Nhm 1

18

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Do th trng bn l Vit Nam l mt th trng ht sc tim nng v c sc hp dn cao i vi cc nh u t.VN tr thnh th trng tiu dng tim nng cho ngnh bn l ni chung v cc ca hng tin ch ni ring. i vi G7 Mart sm nhn ra c th trng trong nc l th rt tim nng,vic u t ca G7 Mart ni ln c iu .Mc d,sau vi nm hot ng kinh doanh G7 Mart lm n khng c li,nhng G7 Mart vn tip tc u t vo th trng bn l.Thng 12/2010 ,nhng vic G7 Mart k kt hp tc vi Ministop ca nht,cho thy tm nng th trng cn rt ln i vi G7 Mart. y l yu t quan trng ca mi ngnh kinh doanh c bit l ngnh bn l,nhn thy c tm quan trng ny G7 m nhiu ca hng tin ch v thng qua hnh thc nhng quyn G7 to c h thng phn phi rng khp ni di khp cc thnh ph ln ti cc tnh nn c nh gi mc quan trng l 0.13v phn loi l 4
-

Nhu cu tiu dng,mua sm tng nhanh: Vi mc tng trng kinh t cao khong 5.8% v ang dn vt qua khng hong kinh t,ch s GDP trung bnh ngi dn tng ngi dn dn quan tm nhiu hn ti sc khe.Ngi dn c xu hng dnh nhiu tin hn cho tiu dng chi tiu hng ngy Bng : Mc chi tiu cho tiu dng thit yu bnh qun ngi dn qua cc nm. Nm 2006 2008 2010 Mc chi tiu cho tiu dng (1000) 460.4 704.8 1138.5 Nu nh nm 2006 chi tiu cho trung bnh ngi dn 460.400 th n nm 2008 con s ny l 704.800, nm 2010 l 1138.500. V trong nhng nm ti, mc d khng hong kinh t th gii t nhiu nh hng n th trng bn l Vit Nam tuy nhin d bo mc chi tiu cho bn l s vn tip tc tng cao. Thi quen tiu dng thay i c li: Ngy nay, ngi tiu dng quan tm nhiu hn ti sc khe,khng c nhiu thi gian mua sm v yu cu m bo cht lng nn ca hng tin li dn c la chn thay cho mt vi hnh thc ch hay tp ha truyn thng khng m bo cht lng.. Tuy nhin,v pha G7,a s cc ca hng kinh doanh doanh theo hnh thc nhng quyn,vic qun l vn cn rt km,ti v kh c th no kim sot c ht tc c cc ca hng.trong khi c mt s cc ch ca hng m theo hnh thc nhng quyn h vn quen cch kinh doanh kiu tp ha nh l,c th ngoi ly hng do G7 cung cp, h cng ly bn ngoi,vic 19 MTKD-Lp: t03

Nhm 1

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

m bo cht lng khng th kim sot,v iu c th lm mt i uy tn G7 Mart v cht lng.

Vic gia nhp WTO :Khi gia nhp T chc thng mi th gii WTO, Vit Nam cam kt m ca lnh vc phn phi t 1/1/2009, trn th trng ni a s c s tham gia ca cc doanh nghip phn phi nc ngoi, do mc cnh tranh ngy cng khc lit. Trong khi , s chun b ca cc doanh nghip ni trong lnh vc h thng bn l li cha c tt. Phn ln cc doanh nghip trong nc vn trong tnh trng phng thc kinh doanh lc hu, trnh qun l cha p ng c xu hng hin i, thng tin cn km nhy bn... Ngc li, bc vo th trng Vit Nam, cc nh bn l nc ngoi c sn nhng li th m cc nh bn l trong nc kh ch ni, th hin nhng im nh: ngun vn ln; ngun hng phong ph, a dng; trnh qun l, k nng tip th, qung co, chin lc kinh doanh, li th v chi ph v gi bn. Theo nhn nh ca nhiu chuyn gia, vi s bnh trng v xut hin ca cc nh bn l nc ngoi th th phn ca h thng bn l trong nc s b co li. Ni nh th khng c ngha l cc doanh nghip trong nc mt ht c hi v s thng hiu v phong tc tp qun, thi quen mua sm l li th quan trng m cc doanh nghip nc ngoi khng d c c. Bn cnh , vi mng li phn b c rng khp, c c v tr ca hng c a, nht l ti cc th, cc doanh nghip trong nc nu bit tn dng s thu ht c khch hng. Bi thc t cho thy, cc nh phn phi nc ngoi thng phi chn a im xy dng ca hng khu vc ngoi vi thnh ph, v khu vc trung tm ht ch, hoc gi thu mt bng qu cao Vic G7 Mart pht trin h thng nhng quyn rng khp ni ln s sn sang i ph i vi cc doanh nghip ngoi. Tuy nhin , im yu ca cc nh u t nc ngoi l ro cn ca quy trnh qun l cp php ca nh nc v vn ha Vit Nam nn to s em ngi cho cc nh u t nc ngoi .Do vy yu t ny c nh gi mc phn loi 3 ,mc quan trng l 0.12 Nhng bin ng kinh t : bin ng kinh t ang quan tm nht la tinh hinh lam phat cua Vit Nam trong nhng thi gian gn y lin tuc tng cao,y gia ca tng theo,ngi dn bt u cn nhc trong chi tiu hng ngay,khach hang se mua cac ca hang tap hoa,vi gia re hn. Hay i mua hang siu thi.co rt nhiu mt hang gia re hn thay vi phai mua trong G7 Mart vi gia cao hn. H thng nh cung cp: l yu t cc k quan trng trong vic kinh doanh bn l v kinh doanh ca hng tin li ni ring.N quyt nh kh nng 20 MTKD-Lp: t03

Nhm 1

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

cung ng n nh thi gian,s lng hng ha v gi c a n tay ngi tiu dng cui cng do vy nh gi mc quan trng l 4 . Bn cnh nhn thy c s quan trng ca yu t ny nn G7 ang tp trung lin kt vi cc cng ty trong nc v nc ngoi nhn c nhng u i v gi,cht lng v thi gian,s n nh ca vic giao hng phn phi ti cc a im bn l.

Sn phm thay th nhiu trong tnh hnh kinh t c lm pht cao lm mt b phn c xu hng chuyn sang mua hng ti cc hnh thc bn l truyn thng hay hay cc hnh thc khc nhm tit kim chi ph nhng do nn kinh t ang dn phc hi v lm pht dn c kim ch khch hng c xu hng quay li vi hnh thc kinh doanh hin i nn yu t ny gim dn nh hng n ngnh kinh doanh ca hng tin li nn nh gi mc quan trng l 0.09 v phn loi l 2 S ng h ca nh nc : l c hi pht trin h thng ca hng tin li rng khp cc thnh ph ln v cc tnh trong c nc nhng n cng ph thuc vo nhiu yu t m rng ca hng tin li nh kinh ph,khch hng v y l yu t chung cho c ngnh bn l nn n c nh gi trng s l 0.10.phn loi l 3 Vi mt th trng tim nng mang li cho ngnh kinh doanh ca hng tin li G7 nhiu i th cnh tranh mnh nh day and night ,foodco mart,family mart. Chim lnh th phn ca th trng bn l tin li nhng v G7 l mt thng hiu tng i mnh v thng qua hnh thc nhng quyn kinh doanh nn n vn chim lnh c th phn kh ln trn th trng bn l ca ca hng tin li

Cng ngh : l yu t quan trng trong kinh doanh ca hng tin li v cng ngh h tr thm phng thc bn hng v thanh ton gp phn mang li s tin li cho khch hng khi mua sn phm tuy nhin khng phi l yu t quyt nh.Nn yu t ny nh gi mc quan trng l 2.Mt khc G7 yu trong vic u t cho ca hng tin li nn yu t ny nh gi trng s l 0.08

II.PHN TCH MI TRNG BN TRONG: Ma trn IFE : Yu t bn trong ch yu Nhm 1

Mc quan trng 21

Phn loi

S im quan trng MTKD-Lp: t03

Mi trng kinh doanh Uy tn thng hiu Ti chnh a im kinh doanh R&D i ng nhn vin Cht lng sn phm Marketing Gi C s vt cht,dch v Nng lc qun tr Tng cng 0.11 0.12 0.14 0.08 0.09 0.11 0.08 0.11 0.08 0.08 1

i hc Ngn Hng-TP.HCM 3 3 4 2 2 4 2 3 2 4 0.33 0.36 0.56 0.16 0.18 0.44 0.16 0.33 0.16 0.32 3.09

NHN XT : IFE= 3.09 , nhn chung G7 Mart phn ng tt vi mi trng bn trong Gii thch: Uy tn thng hiu: kinh doanh CHTL l 1 lnh vc mi ca ngnh bn l ti th trng Vit Nam, do vy uy tn thng hiu l yu t quan trng gip cho ngnh kinh doanh CHTL chim lnh th trng bn l , nhng khng phi l yu t quyt nh trong qu trnh kinh doanh .G7 l 1 thng hiu kh mnh thuc tp on ca ph Trung Nguyn c nhiu ngi bit n v l mt trong nhng thng hiu u tin ca lnh vc kinh doanh CHTL (nm 2006). Hin nay n ang dn nh mt i thng hiu do s pht trin nhanh chng ca cc CHTL khc nh l Family Mart.v phn ln do s yu km trong cng tc qun l, s thiu chuyn nghip ca i ng nhn vin nn yu t c nh gi mc quan trng l 0.11 Phn loi 3

Ti chnh: L yu t khng th thiu i vi bt k mt ngnh kinh doanh no. Mc d CHTL khng tn qu nhiu chi ph u t ban u (50 triu n 200 triu) nhng n cng l mt yu t m rng h thng ca hng v cn thit cho nghin cu, kho st, xy dng,... y l c s nhm m bo cho hot ng kinh doanh ca doanh nghip, cng nh l n by kch thch v Nhm 1 22 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

iu tit sn xut kinh doanh. G7 thuc tp on Trung Nguyn nn n c h tr kinh ph t cng ty m,v vn ta chinh G7 Mart co li th rt ln.Mc khac,vic G7 Mart kinh doanh theo hinh thc nhng quyn cung em lai rt nhiu thun li,tit kim c rt nhiu chi phi.li ich ln nht v mt bng,khng cn phai tn nhiu vn mua hay thu mt bng kinh doanh.. H thng phn phi: Rt quan trng trong qu trnh cnh tranh. Mng li chi nhnh rng khp, phn khc ph hp vi vn ho, a l tng vng gip th phn c m rng, lm cho nhiu ngi bit n, l mt u th cnh tranh ni bt.C c 1 v tr c a thnh cng c 70%. Chnh v th G7Mart cng c thm sc mnh khi cc chi nhnh nm ng ba, trc bng binh, cc mt ng ln, khu dn c, R&D: B phn ny c nhim v chnh l nghin cu: th trng, i tng khch hng, mt bng, quy trnh dch v, c th hin bng cc quy trnh c th mang tnh ng dng cao, em li hiu sut v hiu qu thit thc cho doanh nghip gip p ng kp thi nhu cu ca khch hng v x nghip c th tn dng c ngun lc v tit kim chi ph, thu c li nhun cao nht. G7 cng c trung tm nghin cu v pht trin nhng vn cn yu, biu hin ch l c qu nhiu c hng tin li mc ra ca chnh G7 lp nn v mt s bng hnh thc nhng quyn. nhng hin ti hiu qu kinh doanh cha cao. Th nn mc nh gi yu t ny trng s l 0.08, phn loi 2

i ng nhn vin: Bt c doanh nghip no cng cn mt i ng nhn vin nng ng, bn b, chuyn nghip, c kinh nghim v nhit tnh vi cng vic, v h l nhng ngi tip xc trc tip vi khch hng.V th, vic cnh tranh bng cht lng phc v ca i ng nhn vin l mt yu t quan trng. G7 yu trong khu ny. V vy, nh gi trng s l 0.09.Mc phn loi 3 Cht lng sn phm:

Nhm 1

23

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Ngy nay, cht lng sn phm tr thnh 1 cng c cnh tranh quan trng ca cc DN trn th trng, n l cht keo gi khch hng mua sm lu di ti CHTL, c bit khi mc sng ca ngi dn ngy cng c nng cao. Mt sn phm c coi l cao cp khng c phi t tin; iu quan trng nht l phi m bo c cht lng. V vy, c th cnh tranh vi nhng tn tui ln trn th trng, vic u tin doanh nghip cn thc hin lcht lng ca sn phm phi c m bo. G7 cn mc phi mt s li trong qu trnh qun l cht lng nh l sn phm cn s dng giy dn gi, h thng lm lnh cha m bo, trng by hng ha cha khoa hc v tin li. Do vy, nh gi mc quan trng l 0.11 , phn loi 4

Marketing: khch hng tin dng v mua sn phm ca h hn l ca i th cnh tranh. lm c vic doanh nghip cn phi hiu nhu cu ca khch hng tt hn, h cn truyn thng tt hn v sn phm ca h, xy dng quan h gn b lu di gia thng hiu vi nhm i tng khch hng mc tiu. Chnh v nhng l do trn, marketing ngy cng tr thnh mt chc nng quan trng ca cc doanh nghip. i vi G7 Mart, ln u ra mt th trng nn khu marketing l rt quan trng, cn ch trng mi ngi u bit n, li ko s quan tm & th phn ca i th cnh tranh, l khu quan trng gii thiu v ng thi nh bng tn tui ca c ph G7. Tuy nhin, CHTL G7 vn cha c nhiu chng trnh khuyn mi thu ht khch hng v qung b thng hiu. th nn, mc nh gi mc quan trng l 0.08, phn loi 2.

Gi: y l yu t nhy cm vi i tng khch hng, c bit l KH c mc thu nhp t trung bnh ;Yu t ny G7 lm cha tt biu hin vic mc gi bn cn cao do chi ph vn chuyn hng ha v cha nhn c nhiu u i v gi t cc nh my sn xut.Nn nh gi mc quan trng l: 0.10 , phn loi 3

C s vt cht, dch v: Nhm 1 24 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

S hin i ha c s vt cht v chuyn nghip ha dch v s gp phn thu ht,tng thm tin ch cho khch hng lm gia tng kh nng cnh tranh: my lnh, k trng by,h thng thanh ton. V vy, cch sp xp trng by bn trong G7Mart ngy cng hng n s chuyn nghip hn nh 1 siu th mini D thy, d ly, d kim tra, c bit cn hng n s hon thin v chiu su, gia tng dch v tin ch nh: thanh ton qua th tn dng, bn thuc khng k toa, cho khch hng.Tuy nhin s lng ca hng c trang b ang cn rt t v cha y . Nng lc qun tr: y l yu t quan trng quyt nh ng hng pht trin cng nh sch lc v chin lc pht trin ca ngnh kinh doanh a cng ty pht trin ng hng.B my qun l ca ca G7 mart cn qu mng cha tng xng vi s lng ca hng ca G7 v cn thiu kinh nghim trong lnh vc kinh doanh CHTL nn nh gi mc quan trng l 0.08, phn loi 4

III.HOCH NH CHIN LC S B : 1.CC CHIN LC G7 MART & ANG THC HIN: A. Chin lc kt hp v pha trc : +Hnh thc nhng quyn thng mi Hnh thc nhng quyn c Cng ty CPTM & DV G7 p dng mt cch rng ri.hin ti c hn 10.000 im bn l mang thng hiu G7 Mart nh gi chin lc : Li ch t vic nhng quyn : Bn nhn quyn: - c khch hng nhn bit ngay khi khai trng - Gim ri ro trong kinh doanh,tit kim thi gian, G7 Mart s hun luyn cho nhn vin trong vic bn hng,to k nng bn hng. - Tp trung vo vic kinh doanh: ch ca hng ch vic tp trung vo vic bn hng, nhng vi v cn li nh cung cp,tip th,vn hnh v cc chin lc s do cung ty G7 Mart m nhim

Nhm 1

25

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

- Mua sn phm vi gi u i : G7 Mart s phn phi vi gi chit khu cho ca hng,

Bn nhng quyn: - Vn : khng tn nhiu vn trong vic kim mt bng cng nh trong thm nhp th trng,ngi nhn quyn s b ra mt s vn.vic lm thc y bn nhn quyn c gng hot ng c hiu qu, mang li li nhun cho doanh nghip - M rng hot ng mt cch nhanh chng - Thc y qun co thng hiu - Tn dng ngun nhn lc

Hn ch : Vic nhng quyn thng mi dn n nhiu hn ch m G7 Mart phi i mt: - Vic qun l cc ca hng rt phc tp , rt kh kim sot. - D nh mt thng hiu nu nh mt vi n v hot ng km hiu qu V vy, vn G7 phi l sao qun l tt, kim sot c h thng cc ca hng ca mnh..

+Gia tng s ha,kim sot h thng G7 Mart: T nhng tht bi, cui nm 2007, G7 mart a ra k hoch hot ng mi vi nhng chuyn bin tch cc: Tin hnh k li hp ng vi cc ch ca hng ti thnh ph H Ch Minh dnh quyn kim sot 50% din tch quy k, loi b nhng ch ca hng bt hp tc, u t cc ca hng chnh ch, cp th khch hng thn thit trong vng bn knh 2km quanh ca hng, tung trng trnh khuyn mi co v trng....

Nhm 1

26

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

B. Chin lc kt hp ngang ( lin doanh,lin kt). Ngy 9/8/2007, Trung Nguyn k hp tc vi i tc chin lc Microsoft trong vic s dng h thng phn mm qun l ca hng. Tuy nhin, nhng ci cch cng khng my thnh cng, doanh thu ca hng ci thin khng ng k l do l i vi cc thng hiu ni ting nh Unilever, P$G, Dutch Laydy, Kinh u c h thng phn phi bi bn v chuyn nghip, h hu nh chim tt c cc mt hng thit yu trong cuc sng. Khi G7 mart ra i li khng thit lp c mi quan h vi cc h thng phn phi cng nh nh cung cp, do trong cc G7mart hng ha km phong ph, khng c th m ngi tiu dng cn. Ngy 11/12/2010, ti thnh ph H Ch Minh, Cng ty c phn TMDV G7 v Cng ty Ministop (Nht Bn) t chc l k kt hp tc chin lc gia G7 Mart v Ministop. y l d n hp tc ca hai thng hiu bn l s 1, nhm xy dng v pht trin mt h thng phn phi bn l hng u ti Vit Nam. Tng s vn u t trong giai on 1 ca vic hp tc G7 Mart & Ministop l 10 triu USD, trong G7 Mart chim 75% c phn v Ministop ng gp l 25%. D kin, ca hng tin li u tin ca G7 Mart-Ministop s ra i vo thng 5/2011 v trong nm u tin c t nht 100 ca hng, trong 5 nm tip theo ti thiu l 500 gian hng i vo hot ng. Cc ca hng tin li ny c m hnh combo - m hnh ca hng c trng ca Ministop, kt hp bn tp ho vi bn thc n nhanh, kem ti,v ngi i mua sm c th ngi ti ca hng n thc n mua khu tp ho. H thng ca hng ca G7Mart v Ministop cng s u tin by bn hng ho ca Vit Nam. Ngoi ra, theo Ch tch Cng ty Ministop, ng Nobuyuki Abe, cc ca hng combo ny cng s rng hn cc ca hng tin li hin c ti Vit Nam. Ministop thuc tp on AEON, mt trong hai tp on bn l thng mi ln nht ti Nht Bn. Tp on c 195 cng ty con ti Nht Bn, Trung Quc v ng Nam vi 11.219 siu th v ca hng trn ton th gii. S hp tc chin lc c chn lc vi i tc Ministop l mt trong nhng n lc th hin quyt tm thc hin s mng ln ca G7 nh gi chin lc : Nhm 1 27 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

Li th cho vic hp tc : Ministop s chuyn giao cng ngh vn hnh h thng ca hng tin li hin i, bao gm: Thit lp h thng ca hng,h thng cng ngh thng tin. H thng kho vn &chui cung ng,cm nang vn hnh o to v hun luyn nhn s

Thnh cng khng nh mong i ca G7,nhng ban qun tr G7 Mart quyt nh u t tip vo,lm n lu di trong ngnh bn l.iu ny cho ta thy c s quyt tm u t ca G7 Mart, v tin tng vo hiu qu ca vic lin doanh vi doanh nghip nc ngoi. Th trng bn l ti Vit Nam cn rt tim nng,s tht bi ca G7 Mart cng do mt phn no t i ng nhn s,v t nh cung cp..khi hp tc,vi kinh nghim sn c ca Ministop kinh doanh lu nm trong ngnh,o to li i ng lnh o,hoch nh chin lc v phng hng cho cng ty.v cng ch ng c ngun hng t nh sn xut t Nht Bn v trong nc

2.HOCH NH & XUT CHIN LC S B CHO G7 MART CA NHM Ma Trn SWOT: C hi (O) 1. Tim nng thi trng ln 2. Nhu cu tiu dng tng 3.Thi quen tiu dng ca khch hng 4.Chnh sch nh nc 5.Tc th ha cao Ri ro (T) 1.Bin ng nn kinh t,cng ngh 2. i th cnh tranh nhiu 3.Khch hng 4. Bin ng yu t u vo 5. Sn phm thay th nhiu

SWOT

Nhm 1

28

MTKD-Lp: t03

Mi trng kinh doanh im mnh (S) 1.Ti chnh mnh 2.Uy tn thng hiu 3.H thng phn phi 4.Cht lng sn phm 5.a im m ca hng

i hc Ngn Hng-TP.HCM

S1,2+O1,245pht trin th trng,kt hp pha trc S3,5+O1,2,3Pht trin th trng S4,1+O2,3,5Pht trin th trng

im yu (W) 1.R&D 2.i ng nhn vin 3.Marketting 4.Nng lc qun tr 5.C s vt cht

W1,2,3,4+O1,2CL pht trin ngun nhn lc

S1,2+T1Kt hp v pha sau S1,2,3,5+T2,5Kt hp hng ngang S1,2,3+T4Kt hp v pha sau S1,3+T3CL ti c cu SP,dch v ch ng trong kinh doanh phn phi . W1,2,3,4+T2,3CL pht trin ngun nhn lc W1+T5CL pht trin ngun nhn lc

Nh vy ta c th xut mt s chin lc s b nh sau : -Pht trin th trng -Kt hp v pha sau -Ti c cu sn phm dch v -Pht trin ngun nhn lc -Kt hp hng ngang -kt hp v pha trc A .Chin lc pht trin th trng - Vi tim nng th trng ln v tc th ha cao l c hi pht trin chui ca hng tin li cc ni tp trung dn c cc tnh ang pht trin kinh t B .Chin lc kt hp v pha sau: - Lin kt vi nh my sn xut ch ng v sn phm by bn v nhn c gi c u i v thi gian giao hng ng d nh - u t gp vn pht trin h thng rau sch,cc trang tri nui heo,b,gm thm mt s l git m gia suc hin i m bo cht lng sn phm ch ng ngun nguyn liu u vo. C .Chin lc ti c cu sn phm dch v: - u t thm c s vt cht nhm to yu t thun tin v chuyn nghip cho vic phc v khch hng. Nhm 1 29 MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

- Nghin cu li cch by bn hng ha sao cho khoa hc v gn gng,d tm kim,by bn cc mt hng thng xuyn mua gia CHTL v cc mt hng ti sng cui CHTL trnh gy mi kh chu cho khch hng ,ng thi cc mt hng p mt ln u ca hng to s thch th cho khch hng. - o to i ng marketting chuyn nghip hn nhm pht trin cc chin lc marketting mi hp dn hn nhm thu ht khch hng v nng cao thng hiu. D .Chin lc pht trin ngun nhn lc - o to li i ng nhn vin bn hng v tip th sn phm
- Tuyn

thm nhn lc tp trung vo phng marketing,nhn s

- a thm cc nh qun tr gii tham gia vo qu trnh hoch inh chin lc nhm h tr thc hin chin lc di hn v chin thut ngn hn. E .Kt hp hng ngang: - Kt hp vi cc h thng bn l ln trong nc nhm chim th phn ln tng hiu qu cnh tranh v n trnh i th mnh cng nh tp trung c ngun lc v sc mnh pht trin . - Lin kt vi cc nh bn l nc ngoi nhm pht trin hc hi c cng ngh tin tin t cc tp on v kinh nghip cng nh s chuyn nghip ca i ng nhn vin ng thi to knh phn phi c quyn mt s mt hng nhp ngoi nhm to u th v gi cho mt s SP ngoi nhp .To thm c sc mnh ca cng ty. F .kt hp v pha trc: - Tin hnh k li hp ng vi cc ch ca hng dnh quyn kim sot din tch quy k, loi b nhng ch ca hng bt hp tc. - u t cc ca hng chnh ch, cp th khch hng thn thit trong vng bn knh 2km quanh ca hng - Thng xuyn tung trng trnh khuyn mi co v trng trong nhng thi im mua sm cao

PHN IV: KT LUN

Nhm 1

30

MTKD-Lp: t03

Mi trng kinh doanh

i hc Ngn Hng-TP.HCM

C th thy, cc ca hng tin li c mt th trng tim nng nc ta. Ca hng tin li p ng thi quen mua sm ti cc tim tp ho ca ngi dn, khc phc c nhng nhc im ca ca hng tp ha truyn thng cng nh c nhng u vit hn so vi cc knh phn phi bn l hin i khc, p ng yu cu ngy cng cao ca ngi tiu dng v an ton thc phm, v tin nghi ca a im bn hng. c bit, trong iu kin th trng Vit Nam cn phn tn v cn nhiu ch trng th loi hnh ca hng tin li bng n Vit Nam bt u t nm 2006 v pht trin rm r k t nm 2007 v nhng nm tip sau ny. Tuy nhin, xt v hiu qu kinh doanh th hu ht cc chui ca hng tin li ca ta hin nay vn hot ng vi hiu qu thp. C nhiu nguyn nhn l gii v iu ny nh phn tch. Mc d vy, loi hnh kinh doanh ca hng tin ch vn ang l xu hng chnh v kinh doanh bn l trong giai on hin nay do nhng u vit vn c ca n v s thay i thun li ca xu hng tiu dng ca ngi dn. c bit, hin nay c nhiu i gia bn l trn th gii ang tin hnh cc hot ng thm d th trng v c nh vo Vit Nam kinh doanh di hnh thc ca hng tin li nh: Seven Eleven, 108 chng t mt iu l tim nng ca m hnh ny vn rt ln, tuy nhin ng thi vi l trong tng lai s ha hn s cnh tranh ht sc khc lit v rt kh khn cho cc doanh nghip trong nc. c th tn ti, khng b nh bi ngay trn sn nh, cc doanh nghip trong nc ngay t by gi cn phi c nhng gii php ng b nng cao kh nng cnh tranh ca mnh, tranh th khi th trng vn cn t trng thit lp cho mnh mt h thng ca hng bao trm th trng, sc ng vng, tri qua cn bo tp cnh tranh trong tng lai.\ Ti liu tham kho: Sch qun tr chin lc http://www.thesaigontimes.vn http://www.mpi.gov.vn/portal/page/portal/bkhdt http://www.gopfp.gov.vn/ http://www.mof.gov.vn/portal/page/portal/mof_vn http://www.sgtt.com.vn/ http://www.gso.gov.vn/default.aspx?tabid=217 Nhm 1 31 MTKD-Lp: t03

Mi trng kinh doanh http://www.saga.vn http://www.trungnguyen.com.vn/ http://www.g7mart.com/ v mt s trang web khc


www.atkearney.com ........

i hc Ngn Hng-TP.HCM

Thng tin nhm


H v tn L Quc Trng Trn Long Nht Nguyn Hunh an Chi Nguyn Th Tng Vy Trn Th M Nguyn MSSV 030325090124 030325090332 030325090157 030325090210 030325090062 S in thoi 0164968176 0906966044 01695220284 01203630262 01267752516

Nhm 1

32

MTKD-Lp: t03